BODY CARE Trend Watch - Perfume your world - Sozio
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∙ Perfume your world ∙
Trend Watch
BODY CARE
personal care
JULY 2019
AT A GLANCE…
As skin care transforms into self-care, body care is diversifying to meet consumers
aspirations. Body care for a long time has seemed quite limited, summing up to body lotion
for all skin types and not always very pleasant. In the last few years, it has greatly improved
in many aspects pushed by consumers demands that products become more personalized,
sensorial, and functional. They are looking for solutions adapted to their specific skin type
and disorders, their desires and their lifestyle. This trend leads to an increased segmentation
of the body care market and pushes companies to create new products combining
sensoriality and efficiency.
1
TABLE OF CONTENTS
MARKET FRAGRANCE
TRENDS
OVERVIEW COLLECTION
1 2 3
2
MARKET
OVERVIEW
what to know
category overview
1
brands
facts & figures
product showcase
3
MARKET OVERVIEW - what to know
Facts to Consider…
In body care,
The body care category is
25% expected to reach
of consumers consider
products that address
specific skin concerns
$21.1 billion
to be important in 2021 globally.
Source: Mintel Source: Euromonitor
The fastest growing 65%
of body, hand and foot
body care claim is,
Dermatologically care launches in 2018
Tested, North America primarily
focused on
with a four percentage point
increase over the last five Hydration.
years Source: Mintel
Source: Mintel
4
MARKET OVERVIEW - category overview
Market Size & Segmentation for Body Care
(Current Year & Forecast Projection, USA) (% by Segment, USA, 2017)
(by value in USD)
$3.50
$3.44
$3.40 $3.37
Foot
$3.29 8%
$3.30
$3.22 Hand & Nail
Value (bn USD)
$3.20 13%
$3.15
$3.09
$3.10
$3.04 Body
79%
$3.00
*787 *976 *956
$2.90
$2.80
2016 2017 2018 2019 2020 2021 2022
* # of launches
• Total sales of body care continue on an upward path, slowly, but at a constant and steady increase.
• Looking ahead, body care is anticipated to maintain stable growth driven by a loyal consumer base,
new formats, and an interest in unique products.
Source: Mintel, Market Sizes
5
MARKET OVERVIEW - brands
Key Brands for Body Care
6
MARKET OVERVIEW - facts & figures
Market Leaders for Body Care
Company Retail Market Share by Value %
(USA, 2017)
TOP BRANDS
Johnson & Johnson
13%
Others
21%
Kao Corporation
12%
Own Label
9%
Beiersdorf, Inc.
12%
O’Keeffes Company
2%
E.T. Browne Drug Co.,
Inc.
3% Nestlé Sanofi Aventis LLC
The L'Oréal Group S.A. 10%
4% 4%
Unilever PLC
10%
Source: Mintel, Market Sizes
7
MARKET OVERVIEW - facts & figures
Top Companies for Body Care
(% by Segment, USA, 2016-2018)
Avon
7%
ULTA
7%
The Body Shop
8%
Bath & Body Works
52%
Victoria's Secret Beauty
26%
Source: Mintel, GNPD
BATH & BODY WORKS VICTORIA’S SECRET THE BODY SHOP
2018 HOLIDAY COLLECTION 2018 SUMMER COLLECTION SPECIAL EDITION 2018
8 BANANA COLLECTION
MARKET OVERVIEW - facts & figures
Top Product Claims for New Body Care Launches
(% by Segment, USA, 2016-2018)
“Which of the following benefits or claims are important to you
in body care products?”
Time/Speed Ultra-moisturizing 52
12%
Pleasant scent 50
Paraben Free Moisturizing / Soothing Formula 35
12% Hydrating
30% Natural Ingredients 32
Brand 30
Format 29
Ethical - Animal Dermatologist recommended 28
20%
Addresses specific skin concerns 25
Botanical/Herbal Anti-aging 24
26%
Unscented 22
Base: 1,765 internet users aged 18+ who use any kind of body care product
Source: Mintel, Bodycare & Deodorant Report 2018
• Moisturizing/Hydrating is the top claim, as it serves as the primary benefit of body care. Dry/dull skin is a key factor
that enhances skin’s appearance so to counteract this, claims that target moisture/moisturization deem popular.
• The use of Botanical/Herbal claims in body care is becoming more popular as potential antioxidant and anti-
inflammatory benefits prove beneficial to a number of skin conditions.
• Products that highlight natural ingredients such as essential oils and nut butters make consumers feel more at ease
that what they’re putting on their skin is safe.
Source: Mintel, GNPD
9MARKET OVERVIEW - facts & figures
Top Product Formats & Textures for New Body Care Launches
(% by Variants, USA, 2016-2018)
Balm Powder (Loose) /
Dust Whipped
3%
Spray, Mist & Spritz 1%
3%
2% “Have you used, or are you interested in trying,
Gel & Jelly any of the following body care products?”
4%
Butter
4%
Scrub Lotion In-shower lotion 53
6% 36%
Oil Body Lotion Spray 50
%
7%
Body Lotion Wipes 43
Cream
34%
Base: 1,951 internet users aged 18+ who use body care
• Lotion followed by Cream and Oil are the top formats and textures for Body Care.
• Gel and Jelly textures were traditionally used in soap and bath products but are now gaining ground in body care.
Their transforming textures help to amplify and boost the benefits of products while creating sensorial results.
• The idea of having a routine/ritual for your skin is transitioning onto the body. Targeting specific concerns on your body
with various treatments like cleansers, scrubs, oils, and balms are no longer limited to just the face!
• Consumers have less time to dedicate to beauty routines and value convenience. Additionally, a growing number of
consumers are embracing an active lifestyle, which bodes well for travel-friendly sprays, wipes, and
10
in-shower products. Source: Mintel, Market Sizes & Lightspeed/MintelMARKET OVERVIEW - facts & figures
Top Product Packaging for Body Care
(% by Variants, USA, 2016-2018)
Aerosol Tub
2% 2%
Jar
13%
Tube Bath & Body Works Neutrogena Hydro Boost Burt's Bees Belly Butter
48% Ultra Shea Body Cream Gel Cream Jar Packaging
Tube Packaging Bottle Packaging
Bottle
35%
Vaseline Intensive Care Tree Hut
Aloe Soothe Spray Sugar Body Scrub
Aerosol Packaging Tub Packaging
• Tube packaging offers convenience, portability, and flexibility to hold and dispense a wide variety of product
formats/textures.
• Packaging innovations aim to save time and offer convenience to busy and on-the-go consumers. As lifestyles
continue to accelerate, Aerosol packaging offers easy closure and a mess-free application.
Source: Mintel, GNPD
11MARKET OVERVIEW - product showcase
1. SENSITIVE SKIN REPAIR
Dove DermaSeries Dry Skin Relief Expert Repairing Balm
transforms rough patches and deep creases, helping dry,
1
droopy skin spring back to life. Formulated to relieve DOVE
itchiness and dryness, it's an affordable, prescription-free DermaSeries
option for sensitive skin needs. Dry Skin Relief Expert Balm
2. DERRIÈRE-MASKING
A hydrating and toning sheet mask that lets you pamper your
best asset. Formulated to moisturize and tone leaving your
butt taught and smooth with the help of aloe and soothing
chamomile.
3. BODY SERUM RENEWAL
This lactic acid mask gently exfoliates dead skin to rid skin of
3
dryness and dullness, while stimulating production of
collagen and ceramides that keep skin firm and vibrant.
TRUE BOTANICALS
4. SPRAY ON BODY LOTION Resurfacing Body Mask
A lightweight and ultrafine hydrating body mist that
generously sprays onto your skin for a pleasant feeling of
2
BAWDY
freshness with uplifting notes of Acqua di Parma’s Arancia di Hydrating + Toning
Capri fragrance. Butt Mask
5. LAYERING BODY CREAM
New to the family are three scented versions of the classic
Soft cream. The Mix Me creams by Nivea are sold in three
varieties: Chilled Oasis, Berry Charming and Happy Exotic.
The fun part? You can mix and match them as much as you
want. Scent layering, but using body lotion.
6. MARINE EXTRACT SALT SCRUB
With a base of Zeolite, this scrub has a gentle warming
sensation when applied to wet skin. Extracts of Sea Lavender
4 5 6
ACQUA DI PARMA NIVEA ELEMIS
and Samphire help skin to feel soothed and hydrated.
Arancia di Capri Soft Mix Me Creams Sea Lavender &
Spray Body Lotion Samphire Salt Scrub
12TRENDS
trending now
2
fragrance
Sozio Analysis
13TRENDS - trending now
INCLUSIVE BODY CARE
Embracing inclusivity all-around
Rarely do we see a body care line that fully embraces and
celebrates bigger bodies. But while body-positive
YouTuber Loey Lane's new brand, Love AnyBody, does
exactly that, there's no denying that the products are truly
beneficial for everyone.
"Love AnyBody’s mission is to celebrate women’s bodies
at every shape and size — having an honest and open
conversation about everyday body concerns that affect us
all," reads a press release from the brand. LOVE ANYBODY LOVE ANYBODY @loveanybodybrand
Stretch Mark Cream Stretch Mark Serum
CELEBRATING BODY POSITIVITY
Inspiring women to love their flaws
Missguided has launched a fresh campaign celebrating individuality.
The brand has launched a campaign dubbed 'Make Your Mark'
which aims to reflect the brand's messaging that women should be
confident in their own skin, regardless of whether or not they meet
society's self-imposed standard of perfectionism.
The group is full of activists, bloggers, personalities, and generally
@missguided women who embody the aesthetic of Missguided at its core.
14TRENDS - trending now
BODY-FOCUSED PRODUCTS
Destigmatizing intimate beauty
Consumers are more comfortable making private matters
public as they become more self-assured and adopt
uncensored attitudes. Brands are encouraging consumers to
get comfortable with traditionally uncomfortable and less-
talked about areas.
When purchasing body care, 15% of consumers cite FUR MAELYS SKIN LAUNDRY
products that address specific concerns as an influencer. Fur Oil B-Tight Lift & Firm Wrinkle Release
Booty Mask Neck & Chest Sheet Mask
Source: Mintel, Report: Bodycare & Deodorant August 2018 LOWER-V BUTT NECK
NATURAL INGREDIENTS
Food-based beauty is still affecting body care
Consumer desire to stick to simple ingredients is rooted in
natural products. Concerns over potentially harmful
ingredients in beauty products are driving perceptions that
natural and organic products are healthier.
45% of women in the US are interested
THE BODY SHOP KOPARI BATH & BODY WORKS in using natural beauty products.
Mango Whipped Lotion Coconut Body Milk Rose & Vanilla Body Oil
Source: Mintel, Report: Bodycare & Deodorant August 2018
15TRENDS - trending now
DERMATOLOGIST-APPROVED
Derma-brands are still being sought out
Dermatologist recommended products are helping these
brands prove efficacy among an already crowded market.
Brands like Cetaphil and Cerave that are acquired by major
market players have greater awareness and stronger
distribution catapulting them to stronger growth.
Some 28% of consumers consider dermatological claims
important when purchasing body care products.
AVEENO CETAPHIL CERAVE
Active Naturals Body Lotion Moisturizing Cream
Eczema Therapy
Source: Mintel, Report: Bodycare & Deodorant July 2017 Itch Relief Balm
SENSORIAL TEXTURES
Highly sensory products tap into consumers’ desire for experiences
Brands are elevating beauty products to incorporate functions and
features that aim to activate the senses. As consumers continue to
seek more immersive experiences when it comes to their purchasing
habits, the progression towards sensory based body products offers
that experiential interaction right in consumers’ homes.
Products designed for instant gratification for
Millennials and Gen Z consumers should be fun to use play with.
H2O+ Beauty SOAP & GLORY CAROL’S DAUGHTER
Milk Mousse to Oil Glossed Body Oil Body Jelly
Body Moisturizer
16TRENDS - fragrance
Top 5 Fragrance Groups for Body Care
(% by Variants, USA, 2016-2018)
Citrus
Fantasy 4%
6%
2018
Floral
18%
Gourmand/Edible
39% 2017
Green/Herbal/Woody 2016
33%
0 20 40 60 80 100 120 140
Units
Gourmand/Edible Green/Herbal/Woody Floral Fantasy Citrus
• Gourmand/Edible fragrances are the leading scents in body care. Common ingredients like shea, coconut,
vanilla, and almond resonate well in consumers mind as they’re viewed as being more natural and safer.
• Green/Herbal/Woody scents tie into the idea of simplistic ingredients. Fragrances like green tea, aloe, and
lavender are not only straight-forward but they double in being beneficial ingredients.
Source: Mintel, GNPD
17TRENDS - fragrance
Top 10 Fragrance Callouts for Body Care
(% by Variants, USA, 2016-2018)
COCONUT
Argan Many associate coconut with being a beneficial skincare
7% ingredient that has nourishing properties. Its popularity could be
Honey due to it evoking feelings of tropical warmth or the fact that it
7%
Coconut happens to be an ingredient synonymous with naturalness.
22%
Shea Butter VANILLA
8% Vanilla has a comforting, cozy scent that makes it just right for
bodycare. An ever-popular gourmand scent, it remains a pleasant
Almond
and soft wearing ingredient.
8%
Vanilla
Aloe
15% LAVENDER
Vera/Aloe Associated with being a calm and soothing scent, it’s distinct
8% herbaceous-floral fragrance makes it aromatherapeutic.
Rose Lavender
15% ROSE
10%
A very high-trending fragrance ingredient, rose still remains within
the top 5 scents for its commercial appeal. The scent
of rose varies so it’s diverse scent profile ranges from product
Source: Mintel, GNPD
to product.
NOTABLE & TRENDING MENTIONS:
CBD MILK
CBD (Cannabidiol) is a non-intoxicating cannabis Milk is naturally enriched with vitamins and minerals,
compound with a range of purported benefits, including protein, fat, iron, and vitamin A, B, C, D & E.
including pain relief, anxiety, and anti-inflammatory These vitamins and minerals nourish your skin, while
activity. With expanding legal cannabis trade opening keeping you moisturized.
up, many brands have latched onto CBD as a
potential “it” ingredient.
1819
GOU R M AN D
M AR IN E
TRENDS - Sozio analysis
FLOR AL
AQU ATIC
FR U ITYFRAGRANCE
COLLECTION
Derm Approach
3
Origins Abyss
Tropical Excursions
20DERM
APPROACH
Different from current trends are the result-driven benefits provided
from dermatological body care offerings that appeal to consumers
concerned about skin sensitivity.
CLINIQUE
Deep Comfort
Body Moisture
JERGENS NIVEA
Restoring Aloe Vera
Argan Lotion Body Lotion
21FRAGRANCE COLLECTION - derm approach
Top
Pear, Apple, Fruity,
Citrus, Lush Greens
ALMOND Middle
Violet, Cyclamen,
COCO
SOUFFLE SHEA
Jasmine, Muguet, Rhubarb
Base
Sugarcane, Patchouli,
Sandalwood, Vanilla, Musks
Top Top
Bergamot, Lemon, Orange,
Cassis, Tea Leaves Peach, Coconut, Fruity
Middle
Coconut Milk, Jasmine,
AGAVE Middle
Cedarleaf, Warm Spices,
Rose, Neroli, Heliotrope
Base
BLOOM Lavender, Lily, Jasmine
Base
Creamy Cacao, Musks, Cashmere Wood, Vanilla,
Vanilla Sugar, Cedarwood Patchouli, Amber, Creamy Musks
22ORIGINS
ABYSS
Home to a rich and vast biodiversity, the ocean’s unique nutrient environment
has provided a large number of beneficial body care ingredients.
RAYA
Velvet Body
Nourishing Seaweed Oil
REN CLEAN SKINCARE AHAVA
Atlantic Kelp & Magnesium Deadsea Water
Body Cream Mineral Body Lotion
23FRAGRANCE COLLECTION - origins abyss
Top
Grapefruit,
Petitgrain, Sea Salt
OCEANIC Middle
Leafy Greens, Sage,
MARINE
KELP Geranium, Rose, Violet
Base
MINERALS
Patchouli,
Woody, Musks
Top Top
Citrus, Sea Kelp, Bitter Orange,
Marine, Aldehydic Grapefruit, Fresh Marine
Middle
Mint Leaf, Black Pepper,
SEA Middle
Violet Leaf, Cardamom, Nutmeg,
Cypress, Aquatic Floral
BOTANICALS Black Pepper, Clary Sage, Ginger
Base
Base
Cedar, Amber, Amber, Vetiver,
Patchouli, Musks Patchouli, Oakmoss, Musks
24TROPICAL
EXCURSIONS
Scent is a powerful force in mentally transporting you back to the happy,
sunnier times, whether it’s to a faraway island or exotic climate.
ELEMIS
Frangipani Monoi
Salt Glow
SOL DE JANEIRO BATH & BODY WORKS
Coco Cabana Tahiti Island Dream
Body Fragrance Mist Body Cream
25FRAGRANCE COLLECTION - tropical excursions
Top
Mango Nectar, Ozonic,
Juicy Orange, Red Currant
ALOHA Middle
Magnolia, Peony,
TIKI
TIARE BANANA
Tropical, White Lily
Base
Amber,
Musks
Top Top
Saltwater Breeze, Palm Leaf,
Bergamot, Mandarin Sun-Ripened Banana
Middle
Frangipani,
PASSI Middle
Coconut, Caramel,
White Floral, Coconut Milk
Base
FLORA Milky, Warm Spices
Base
Tonka Bean, Amber, Musks, Vanilla Sugar,
Woody, Sheer Musks Tonka Bean, Woody
26∙ Perfume your world ∙
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